You realize a player's worth can be determined by more than just his play, right?

Unless I'm getting a check then no it can't.

Why all of a sudden do basketball fans care about marketability? Since when did marketing win a game?

People are continually moving the goal post. Any other time we want guys for what they can do on the floor. Now, when it is plain as day that the standard of play will NOT meet the value of the contract we want to include off the floor considerations to justify making the deal.